LA INTELIGENCIA ARTIFICIAL COMO MOTOR DE INNOVACIÓN Y CRECIMIENTO EMPRESARIAL EN LAS PYMES DE SANTANDER, COLOMBIA

This research addresses the challenges SMEs in Santander face in adopting artificial intelligence, stemming from technological, organizational, and structural limitations that hinder its use as a tool for innovation and sustainable growth. The methodology focused on a comprehensive analysis of the benefits, barriers, and strategies associated with the responsible implementation of AI. Key findings revealed improvements in productivity, process optimization, cost reduction, enhanced decisionmaking, and greater business adaptability; however, obstacles persisted regarding inadequate technological infrastructure, a shortage of specialized talent, implementation costs, resistance to change, and a lack of trust in these technologies. The study concludes that AI can strengthen the innovation, competitiveness, and sustainability of SMEs, provided that its adoption integrates technological investment, workforce training, governance, and ethical principles